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carbon that are not environmentally friendly; Eliminating input materials containing
harmful chemicals for users and water sources; Participating in the Vietnam Green Label

program; etc...
- Green price: To minimize the price sensitivity of buyers, conducting quality and
value education to customers before launching the product; Actively carrying out
socialization activities in the field of environment to receive corporate income tax
support (According to the current Law on Corporate Income Tax, from January 1, 2014);
Enhancing other product elements so that customers feel high prices but still profitable;
etc…
- Green promotion: Understanding the psychology and needs of target customers;

Educating and empowering customers by comparing the benefits of green versus mass-
market products; Showing the transparency and clarity in promotion and after-sales
activities, no green-washing by false information; Ensuring the close coordination of
multimedia communication channels with traditional channels, deliver close, customer-
centric messages; Linking with e-commerce platforms, retail channels to promote green
lifestyle;…

- Green place: Ensuring the hygiene of the production place and the workplace of
employees, not discharging waste into the environment; Researching and applying the
environmentally friendly packaging, biodegradable bags, shockproof craft paper, PCR
plastic bottles, recyclable packaging; Distributing in small areas, promoting trading
activities at refill stations; Increasing the use of locally available input materials; etc…
The Government needs to continue to promote the National Action Program on
Sustainable Production & Consumption, contributing to making green shopping and

consumption behavior one of the more and more popular consumption habits and trends.
In addition, it is necessary to effectively promote the Law on Environmental Protection
Tax, aiming to ensure the principles of environmental protection for sustainable
development and to meet the needs of industrialization and modernization. Along with
policies to support green production, ministries and sectors need to organize
communication activities to propagate and encourage the benefits and values that green

products and green lifestyles bring to life.

References
1. General Statistics Office (2022). Socio-Economic Situation In The Fourth Quarter And 2022.
Https://www.gso.gov.vn/en/data-and-statistics/2023/01/socio-economic-situation-in-the-fourth-quarter-and-2022/
2. Nielsen IQ (2023). Conference Board Global Consumer Confidence Survey.
3. Decision No. 27/2018/QD-TTg of the Vietnamese economic system.
4. Henion, K.E. and Kinnear, T.C. (1976). Ecological Marketing. American Marketing Association,
Chicago.
5. Pride, W.M. and Ferrell, O.C. (1993). Marketing: Study Guide, Business and Economics.
6. Polonsky, M.J. (1994). An Introduction to Green Marketing.
7. Leonidou, Constantinos & Leonidou, Leonidas. (2011). Research into Environmental
Marketing/Management: A Bibliographic Analysis. European Journal of Marketing. 45. 68-103.
8. Dangelico, Rosa & Vocalelli, Daniele. (2017). “Green Marketing”: An analysis of definitions, strategy
steps, and tools through a systematic review of the literature. Journal of Cleaner Production. 165.
10.1016/j.jclepro.2017.07.184.

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